Q: Are international markets getting moresimilar to one another as digital mediamakes global reach easier?A: It depends. Some major advertis-ers are running global work in a lotof similar-viewpoint markets. Themost intelligent of them are personal-izing and localizing those campaigns.There may be a global line, but ithas local effects, and those are usu-ally more successful. If you’re justtransposing ads from one area toanother, they’re not really talking tothe audience. Digital does afford usthe ability to personalize and localize,so everyone should embrace it.Q: Do daily deals complicate or enhancelocal efforts?A: Daily deals and group buyingare both good ideas, but I wonder ifthere will be a backlash. I went to arestaurant the other day and therewas a separate queue for group deal

“Everyone is
looking for
the best deals
for the more
functional
items.”

➜Check out DMN’sfree iPad appto see Taylor’sportfolio

buyers because the restaurant gotslammed with them. There’s a raceto the bottom of prices, and everyoneis looking for the best deals for themore functional items so they canspend more money on discretionaryitems. The middle is being hollowedout and worlds are becoming moreextreme. Utility items are cheaperand discretionary items are gettingmore expensive, so it’s an interestingtime to be a marketer.Q: Is it tougher to market between everyday and luxury items?A: It depends how you portray thevalue message. The smarter market-ers are talking about how useful orvaluable a product or service is tonegate the need for price discounts.If retailers can’t discount, they haveto up their level of customer service,which we’re seeing in Australia.Q: Where does Australia see itself comparedto other regions in technology adoption?A: A lot of direct work at the CannesLions International Festival ofCreativity had a mobile solutionattached, and while Australia is abig adopter of new technologies likemobile, the networks aren’t great.The actual use of mobile for market-ing in Australia is limited by a band-width issue. We’re slow in uptake ofmobile compared to online ads andemail, which were all rapidly adopted.Q: Are markets like Korea and Japan thefuture of direct?A: I think with mobile and tablets,we’ll all always be on, and market-ers need to be delivering value andservice wherever we are.Q: In your experience judging creativeawards, does work from particular regionshave a consistent, almost predictable lookand feel from year to year?A: Sometimes there’s a mimicry thatgoes on in advertising and we pushto fight that. Each country has itsown tone, look and feel. In terms ofjudging, many campaigns around theworld benefit from good PR under-taken by the agencies, and judgesoften feel obliged to give a piece ofwork gold in one show if it won goldin another. On the other hand, it’salways exciting to see fresh work anddiscover that new wave of work fromany area. ■ — Kevin McKeefery

DELIVERED | What’s in our inbox this month: End-of-summer offers

TrashbinPassing GradeRight TrackBright Idea

Northern Tool & Equipment’s
dull email features a summer
clearance sale on hot items like
water pumps and auto repair
tools, but product shots are few
and far between.

Pottery Barn Kids’ stripped-down email boasts 75% off
items including bedding and
toys, but with no other detail
or product shots to entice us
to actually click to shop.